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…Films can be dirty?

To promote their line of shower gels, Axe has teamed up with David Spade to create The World’s Dirties Film.

User submitted videos show how to get dirty, and then how to get clean, and the best videos can win some very cool prizes.

Considering the intended audience, I’m sure it’s going to turn into a college aged hot-girl-off, though I’m equally sure that a hot-girl-off will sell a lot of gel, so I guess you can’t fault Axe for a good idea.